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June 27, 2008

UKTV Plots Launch of Female Counterpart to Dave

by Sam Savage

By Donnelly, Alison

UKTV is hoping to replicate the success of its male-focused Dave TV channel by relaunching UKTV Gold this summer as a female- oriented station. The broadcaster has already lined up Richard and Judy to host the anchor show on the channel, which has yet to be named. It is also talking to media agencies.

The relaunch forms part of a broader strategy by the broadcaster, which is owned by BBC Worldwide and Virgin Media. It also plans to overhaul a number of its other channels and websites this year.

UK Gold currently airs mostly British comedy and films, but the rebranded channel will aim to appeal to women under 30, a similar age group to that Dave attracts among men.

Dave, previously UKTV G2, has been a phenomenal success since its relaunch in October 2007. This year it has posted impressive viewing figures, with 486,000 tuning in to a recent episode of quiz show QI, marking the channel's highest peak audience to date.